The Influence of Social Media Marketing on Consumer Brand Engagement (Adidas Study on Tiktok Application in Bandung City)
https://doi.org/10.35877/454RI.qems2095
Keywords:
Social Media Marketing, TikTok, Consumer Brand Engagement, Adidas
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Abstract
In the rapidly developing digital era, social media, especially TikTok, has become an important platform for brand marketing. Adidas, as a leading global brand, uses TikTok to increase interaction with consumers, especially in the city of Bandung. However, it still needs to be understood to what extent Social Media Marketing on TikTok influences consumer engagement with the Adidas brand. This research aims to explore this, providing important insights for marketing strategies in this digital era. This research explores the impact of Social Media Marketing on consumer engagement with brands, especially on the TikTok application, with a focus on the Adidas account in Bandung City. This research used 417 samples collected through an online questionnaire with a purposive sampling technique with the criteria of being 17 - 25 years old, active social media users who follow the Adidas account on TikTok. The results of the analysis show that the Consumer–brand engagement variable has a significant effect on the Brand Awareness variable, the Consumer Brand Engagement variable has a significant effect on the Brand Image variable, the Customization variable has a significant effect on the Consumer Brand Engagement variable, the E-Wom variable has a significant effect on the Consumer Brand Engagement variable, the Entertainment variable has a significant effect on the Consumer variable, the Brand Engagement variable, the Interaction variable has a significant effect on the Consumer Brand Engagement variable, the Trendiness variable has no significant effect on Consumer Brand Engagement. This research provides important insights for companies like Adidas in designing more effective social media marketing strategies.
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Adriana, Intan Lestari, & Widodo, Teguh. (2019). Peran brand awareness dan brand image dalam memediasi pengaruh social media marketing activity terhadap e-wom dan komitmen pelanggan Tokopedia. eProceedings of Management, 6(2).
Agichtein, Eugene, Castillo, Carlos, Donato, Debora, Gionis, Aristides, & Mishne, Gilad. (2008). Finding high-quality content in social media. Proceedings of the 2008 international conference on web search and data mining, 183–194.
Alqudah, O., Jarah, B., Alshehadeh, A., Almatarneh, Zeyad, Soda, M., & Al-Khawaja, H. (2023). Data processing related to the impact of performance expectation, effort expectation, and perceived usefulness on the use of electronic banking services for customers of Jordanian banks. International Journal of Data and Network Science, 7(2), 657–666.
Aprianty, Reiza Dessy, & Basuki, Kustiadi. (2021). Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention Melalui Consumer Trust Pada Online Shop Fashion Wanita Di Media Sosial Instagram (Studi Pada Generasi Milenial Di Dki Jakarta). Media Studi Ekonomi, 24(1).
Ardiansyahmiraja, Bobby, Andajani, Erna, & Wicaksono, Adhika Putra. (2023). Effects of e-servicescape dimensions on online food delivery services� purchase intention. Journal of Foodservice Business Research, 1–17.
Ashley, Christy, & Tuten, Tracy. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & marketing, 32(1), 15–27.
Bowen, John. (2015). Trends affecting social media: implications for practitioners and researchers. Worldwide Hospitality and Tourism Themes, 7(3), 221–228.
Cheung, Man Lai, Pires, Guilherme, & Rosenberger, Philip J. (2020). The influence of perceived social media marketing elements on consumer�brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720.
Dessart, Laurence, Veloutsou, Cleopatra, & Morgan-Thomas, Anna. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42.
Ghozali, Imam, & Latan, Hengky. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP.
Godey, Bruno, Manthiou, Aikaterini, Pederzoli, Daniele, Rokka, Joonas, Aiello, Gaetano, Donvito, Raffaele, & Singh, Rahul. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833–5841.
Harmeling, Colleen M., Moffett, Jordan W., Arnold, Mark J., & Carlson, Brad D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of marketing science, 45, 312–335.
Iglesias, Christine, Morgado, C�tia, Guerra, Manuela, Fernandes, Ant�nio, & Brand�o, Carlos. (2019). Evaluation and Perception of Quality by School Meals Consumer. International Congress on Engineering and Sustainability in the XXI Century, 151–159. Springer.
Jermsittiparsert, Kitisak, Siam, M., Issa, M., Ahmed, U., & Pahi, MJUSCM. (2019). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Uncertain Supply Chain Management, 7(4), 741–752.
Kaplan, Andreas M., & Haenlein, Michael. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59–68.
Keller, Kevin Lane. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1–22.
Kian, Tan Pei, & Chia, Lim Hui. (2021). Consumer Purchase Intention for Organic Personal Care Product. Journal of Management & Marketing Review (JMMR), 6(4).
Kim, Angella J., & Ko, Eunju. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480–1486.
Knoll, Johannes. (2016). Advertising in social media: a review of empirical evidence. International journal of Advertising, 35(2), 266–300.
Kotler & Keller, . (2016). Marketing Management. In Journal of Marketing (Vol. 37). https://doi.org/10.2307/1250781
Kusumasondjaja, Sony. (2018). The roles of message appeals and orientation on social media brand communication effectiveness: An evidence from Indonesia. Asia Pacific Journal of Marketing and Logistics, 30(4), 1135–1158.
Langaro, Daniela, Rita, Paulo, & de F�tima Salgueiro, Maria. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude. Journal of Marketing Communications, 24(2), 146–168.
Leowarin, Tuangporn, & Thanasuta, Kandapa. (2021). Consumer Purchase Intention for Subscription Video-on-Demand Service in Thailand. Journal of Business Administration and Languages (JBAL), 9(1), 14–26.
Manthiou, Aikaterini, Rokka, Joonas, Godey, Bruno, & Tang, Liang. (2016). How social media marketing efforts influence brand equity creation and its consequences: the case of luxury brands. Let�s Get Engaged! Crossing the Threshold of Marketing�s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference, 561. Springer.
Marhantara, Yudhistira Galang, & Widodo, Teguh. (2021). Pengaruh Social Media Marketing Twitter Dalam Upaya Meningkatkan Loyalitas Penggunaan Customer Streaming Vidio. com (Studi Pada Kota Bandung). eProceedings of Management, 8(5).
Ramadhan, Fakhrizza Anfasa, Marsudi, Marsudi, & Praharjo, Ardik. (2021). The Effect of Price on Customer Satisfaction Mediated by Brand Image. Jurnal Manajemen Bisnis dan Kewirausahaan (JAMANIKA), 1(3), 166–172.
Reza Jalilvand, Mohammad, & Samiei, Neda. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476.
Rossiter, John R., & Percy, Larry. (1987). Advertising and promotion management. McGraw-Hill Book Company.
Samudro, Dicky Anugrah, & Widyastuti, Widyastuti. (2020). Peran Kualitas Layanan Elektronik, Presepsi Kemudahan, dan Kualitas Informasi terhadap Niat Pembelian Online Streaming Musik Spotify. Jurnal Ilmu Manajemen, 8(3), 968–980.
Sari, Dien Purnama, & Widodo, Teguh. (2022). Pengaruh Social Media Marketing Terhadap Consumer Purchase Intentions Yang Dimediasi Oleh Customer Trust (Kasus Pada Produk Skincare Scarlett Whitening). eProceedings of Management, 9(4).
Shaikh, Shayan, Malik, Aneela, Akram, M. S., & Chakrabarti, Ronika. (2017). Do luxury brands successfully entice consumers? The role of bandwagon effect. International Marketing Review, 34(4), 498–513.
Subagio, H., & Jessica, J. (2020). Pengaruh Perceived Usefulness, Perceived Ease Of Use, Subjective Nor M, Da NC Ust Omer E Xpe Rie N Ce Terh Ad Ap IN Tention TO Use Mytelkomsel (Studi Kasus Pada Mahasiswa Universitas Kristen Petra Surabaya).
Valos, Michael J., Maplestone, Vanya Louise, Polonsky, Michael Jay, & Ewing, Mike. (2017). Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17–18), 1522–1558.
Willy, Abdillah, & Jogiyanto, Hartono. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Yoyakarta: CV ANDI OFFSET.
Yip, Wing Sze, & Mo, Wing Ying. (2020). An investigation of purchase intention of using mobile Apps for online traveling and booking service. International Journal of Innovation, Management and Technology, 11(2), 46–50.
Yonaldi, Sepris, & Darma, Ilham Agustin. (2020). Analisis Intention Transaction Pada Usaha Mikro Kecil dan Menengah (UMKM) Berbasis E-Commerce di Kota Padang. Jurnal Manajemen Stratejik dan Simulasi Bisnis, 1(2), 44–52.
Yusuf, Dery Muhammad. (2021). Effect of Attitude Mediating Subjective Norm, Perceived Behaviour Control, and Perceived Ease of Use on Online Purchase Intention Fashion Product Category. European Journal of Business and Management Research, 6(6), 266–270.
Zeng, Benxiang, & Gerritsen, Rolf. (2014). What do we know about social media in tourism? A review. Tourism management perspectives, 10, 27–36.
Published
2023-10-16
Issue
Section
Articles
How to Cite
Nubli Adzhani, A., & Widodo, T. (2023). The Influence of Social Media Marketing on Consumer Brand Engagement (Adidas Study on Tiktok Application in Bandung City). Quantitative Economics and Management Studies, 4(6), 1169-1182. https://doi.org/10.35877/454RI.qems2095
